Et parti med vokseværk - et portræt af Enhedslisten

摘要

This study examines how the communicative modernisation, within the danish political party Enhedslisten, has affected the progress of the party from 2007-2011. This includes studying the changes that were decided with the implement of “Trepunktsplanen” and other communicative regulations, with the purpose to structurize the communication both within the party and extrovert toward media and voters. Throughout the study we will try to conclude, to which degree the development of the communication of Enhedslisten, has had an influence on the rising membership and amount of voters the party has experienced the last few years. This study will examine the progress by performing video analysis, analysis of commercial communication and rhetorical analysis. These analyses will lead to examples in the study, where the reader will be able to see how the development of communication has changed the way Enhedslisten communicates. Our group conducted an interview with the main political advisor of Enhedslisten Pelle Dragsted. The interview gave us a unique chance to add a new inner perspective to the study, the interview was extremely productive because Pelle Dragsted told us why Enhedslisten wanted to change, in which direction they wanted to change and how they made the actual improvements in their communication. We can through our analyses and discussions conclude that Enhedslisten successfully incorporated their communicative improvement, especially the profiling of Johanne Schmidt-Nielsen had a major impact on the partys progress. We can furthermore conclude that the modernisation of Enhedslisten was a necessary change, seen in the context of development within political communication.